Social Media and available technology have changed our world and the way we do business and it has made us more impatient. Now, more than ever we are hoping for a Quick Fix and advertising campaigns feed into that trend. Whether it’s losing weight or finding a spouse, you will find offerings for a solution for pretty much anything your heart desires but the big question is – will it work?
From my point of view, wanting to lose weight quickly (while it sounds intriguing) is not a good idea, because often the pounds come right back if you don’t change your lifestyle and don’t even get me started on finding a spouse. In my book “Dating & Selling and why they are so Similar” I write about it in detail.
These days we expect things to change immediately
So, basically we are conditioned to expect things to change in a short period of time and that also shows in the way we do business. We start skipping steps, we think that content marketing and using Social Media can replace effective prospecting or client management, but the reality is that as humans we still want to be treated with respect and we want to feel special. Whether it’s in a dating situation or in the business world. I don’t think there is anybody out there who would want to feel like a mass target.
Sales is a Process
Recently, I have seen trends in the sales world where sales people are encouraged to use a mass outreach, playing the numbers game rather than doing account planning, researching their prospect base and picking up the phone.
It’s the opposite of customer centric or consultative selling. It’s a very tactical approach where the focus is on key words, marketing campaigns and social media channels and sales people forget to be strategic.
Consultative Selling is a process and like with every process it needs to be developed and followed. Once you start skipping steps, the results will not be what you expect. It’s very similar to dieting. When you follow your diet plan only every second day, the pounds will not drop.
Here are some areas that we teach in our Consultative Sales Program to help sales people stay on track.
Plan your accounts
As a sales person you need to know your top target accounts and how to develop business within these organizations. Who are the decision makers, who are the influencers, what are the challenges the industry experiences, and how does my product/service fit into their business model?
Sales people need to research the industry, the target company and the people they prospect. Before a sales person picks up the phone or writes an email, they need to understand how their offering could be of benefit to the prospect. And here is also where Social Media comes effectively into play. Researching people on LinkedIn is something that every mindful sales people should do.
Speak your customer’s language
People digest information in different ways. Some prospects will prefer email, others will be more responsive to a phone call. Some people are visual, others digest information orally. In our program participants learn to understand how their prospects and clients best respond and absorb information. This is crucially important once sales people get deeper into the sales process.
Listen, listen, listen
Consultative and Customer Centric Selling is all about listening and providing value to the client. It’s not about pushing a sale no matter what. It’s about listening to your prospect’s needs and finding a way to best serve them. This will not only help sales people sell more, it will result in more profitable accounts and additional revenue from existing clients who will have confidence in your company to be a trusted advisor.
Pick up the phone!
Finally, one of my favorite tips. Pick up the phone! Too many sales people rely on email and social media to connect with prospects and/or clients. When you prospect and you are mindful, people do appreciate a phone call as long as you have something of value to say and you are not pitching them. With existing clients, phone calls are necessary to stay in touch, to be connected and to understand how needs might have changed. This also presents enormous up-selling opportunities.